28.08.2009 | New Work
Today Nike Football launches the new ‘Make The Difference’ campaign created in collaboration between Wieden + Kennedy Amsterdam and London. The integrated campaign of TV, OOH, Print and Digital premieres in the UK and then continues to roll out globally throughout the year.
Nike ‘Make The Difference’ is the first communication for the 2010 football season. Ultimately a player that Makes The Difference wins football matches. Yet it isn't always simply about scoring fifty-yard free kicks, or dribbling round half a team. In fact, you can Make The Difference all over the pitch. It can be a ?pass, a? dummy run, a few words at half time, a moment of courage, or simply ?wanting it more than the next guy.
Mikey Farr, W+K Amsterdam says, “We wanted to take a fresh look at football. To challenge people to look behind the fancy flicks into what separates International footballers from the rest of us. Be it their talent, physical preparation or mental backbone.”
The first two :30’ launch spots, one featuring Wayne Rooney and the other Theo Walcott, premieres in the UK during Saturday’s heated match between Arsenal and Man U. The Rooney spot, shot by acclaimed director Malcolm Venville, opens on a very mentally focused Rooney staring at his reflection in a locker room mirror. Rooney slowly picks up a pair of clippers and as he begins to meticulously shave his head, we hear legendary actor Brian Cox, say ‘Welcome to The Zone. Not the kind of place you just drop in. Have a cup of tea, slice of cake. Most guys won’t go near the place. Others, season after season, they call it home.’ The spot ends as Rooney checks his newly shaven reflection in the mirror and lets out a battle cry before heading off to the pitch.
Stuart Harkness, Creative Director W + K London said regarding the Walcott spot, ‘Theo Walcott is a highly thoughtful player. We wanted to show how he is planning to Make The Difference this season by stepping up his game beyond being fast. The film taps into Theo’s mindset from an early age and his drive to deliver for his team and supporters. Something all young players can hopefully aspire to.’
Wieden + Kennedy’s campaign looks at unique moments that dramatically symbolize what it means to Make The Difference. Through both on-pitch and off-pitch moments, the films will show the effects the greatest players in the world have on those around them.
Additional :30’ campaign spots featuring Franck Ribery and Andrey Arshavin kick-off at the end of August and the beginning of September respectively.
Make The Difference aims to inspire football enthusiasts on and off the pitch.
27.08.2009 | New Work
Wieden + Kennedy London has created the brand identity for this year’s onedotzero film festival which launches on 9th September 2009 on London’s Southbank. onedotzero is a contemporary, digital arts organisation with a remit to promote innovation across all forms of moving image. Their international festival is the largest dedicated film festival in the world. www.bfi.org.uk/onedotzero
2009's festival theme of 'convergence and collaboration' inspired W+K’s idea to take advantage of onedotzero's vast fan base and constant, global, online conversations to create the identity, which includes poster, trailers and interactive installations. This constantly updating brand identity is made up of harnessed and live conversations from a diverse range of online conversational sources (twitter, blogs etc.). These aggregated words and opinions are being channelled via specially produced software (devised by computational designer Karsten Schmidt) through colourful strands that move organically as if alive - they gravitate towards invisible paths that will ultimately generate onedotzero's font and logo.
David Bruno, Wieden + Kennedy Creative said, ‘The application is simply brilliant. It's effectively a living and breathing organism that comes to life by pulling in real-time conversation about onedotzero. This is a generative art form, which we paused to create the posters for the festival, and recorded to create the trailer film. It's been great working to create an identity in this unique and organic way’.
Tom Seymour, Wieden + Kennedy Creative said, ‘This years identity for onedotzero is completely one of a kind. No one has created a cross media campaign in this way before. It's an amazing tool for creating completely unique and random beautiful graphic images and motion film. We are looking to release the software so others can take the work and build new and exciting visuals.’
The agency will also create a 50 metre live interactive version, which will be projected onto the side of the National Theatre on London’s Southbank. This will light up at night, for the duration of the festival, 9th – 13th Sept.
11.08.2009 | New Work
Cravendale, the UK’s number one milk brand, has ramped up its marketing activity for 2009 with a multi-million pound investment programme to reinforce the message that it is ‘fresh milk, only purer’ and has a longer shelf life than regular fresh milk.
The third TV spot to break this year, ‘Toe-Tapping’, created by Wieden + Kennedy, breaks this week and will air intermittently throughout the year. The
new execution features the animated cow, cyclist and pirate that were introduced in 2007, and highlights Cravendale’s brand positioning to make the nation passionate about milk, whilst emphasising the key consumer benefits of Cravendale including the brand’s USP – purity.
Belgian stop motion animators Pic Pic, in collaboration once again with W+K and Cravendale created the three TVCs that have broken this year. ‘Bad Bull’ highlighted Cravendale’s purification process, while ‘Slurp’ showed how milk can be enjoyed throughout your life, no matter what age you are. ‘Toe Tapping’ demonstrates that milk is as good hot as it is cold. The surreal TV ads take place in the Milk Bar – the world where the original characters and some new additions live - to show just how much milk matters to them.
Sam Heath, creative director at W&K said: “People don’t really think when buying milk. They just reach for the blue, green or red top. With these spots we wanted to challenge this, to engage people a little more and get them to consider Cravendale.”
05.08.2009 | New Work
Selfridges’ new windows scheme was unveiled last month as part of the store’s centenary celebrations, this time focusing on the future rather than the past – fast-fowarding 100 years exactly. At the same time, Wieden + Kennedy launched a fabulous competition for which a winner has now been selected among hundreds of applications.
W+K created the ‘Future A-Z’, 26 ‘IT’ products for 2109, a special window installation which looks at the life we may lead through the essential objects that may become commodities in the future.
The installation launched officially on Friday 3rd July as part of the store’s wider window scheme, simply called 2109, that launched on the same day. Whereas the main 2109 window scheme looks at more complete lifestyle scenes, the ‘Future A-Z’ focuses on specific products that may revolutionise our current lifestyle and bring it ultimate comfort and pleasure.
The ‘Future A-Z’ also offered a unique opportunity: a competition open to the public to design a product for inclusion in the alphabet.
This is the first time the world-famous Selfridges windows and its team will create and display a concept generated as a result of a public competition. It was the letter X which the general public was invited to pitch for, simply by sending their idea drawn on paper either by postal mail or by applying online. The winning idea is ‘Xtra Hours In The Day Clock’, designed by Brenda Durham - a clock that can bend and stretch time while its user stays within the same 24 hours frame. The clock, which looks like an old-fashioned alarm clock features a 24 hour spiral that represents a full day. Its user need never be pushed for time again – by simply pressing a button, the clock doubles time. An hour of indulgence can last for two, a week off will feel like a fortnight. The clock will take its place in the window as part of the alphabet on Saturday 8th August, the installation will remain for the rest of the month.
Brenda, who has retired to France with her husband and who loves travelling and painting said, ‘It was very stimulating to have something to think about designing outside the usual boundaries. I found that I could just let my imagination wander wherever it wished and it was great fun to do. I’m sure the clock would be a huge success with the buying public and in a hundred years time, who knows?!’
The winning idea was selected by a panel of creative experts and Selfridges, including Dr Frances Corner – Professor of Art and Design Education at the London College of Fashion and Patrick Burgoyne – Editor of Creative Review. Brenda will have her name featured on the window and has won a £500 Selfridges gift card
Tom Seymour, Wieden + Kennedy Creative said, ‘‘The Xtra Hours In The Day Clock was a fantastic edition to the crazy sensibility of Future A-Z 2109. It completed it perfectly. Brenda’s entry was a really nice insight into how in today’s society time is one of the most important commodities. An ideal solution to an everyday problem. Who wouldn’t want Xtra time?”
